SQUARE ENIX SPOTLIGHT
SQUARE ENIX SPOTLIGHT was a weekly campaign designed to deliver bite-sized updates and news across the entire SQUARE ENIX portfolio to our diverse fanbase. I led the effort to create a consistent, engaging communication stream aimed at re-engaging users with content and encouraging deeper involvement with individual franchises.
ROLES AND RESPONSIBILITIES
Roles: CRM Marketing Design Manager, Lifecycle Marketing
Client: SQUARE ENIX
Channels: Email, In-App Placements, Web.
NOTABLE PROJECTS
FINAL FANTASY XV
NieR: Automata
FINAL FANTASY BRAVE EXVIUS
WAR OF THE VISIONS FINAL FANTASY BRAVE EXVIUS
Shadow of the Tomb Raider
Marvel’s Avengers
Marvel’s Guardians of the Galaxy
CASE STUDY
Overview
By offering digestible news updates, the campaign sought to build user loyalty and prime audiences for future franchise-specific campaigns. SQUARE ENIX manages a broad range of IPs and titles, each with unique fanbases and engagement patterns. Our goal was to centralize content in a way that catered to casual fans and enthusiasts alike. We needed to re-engage users, many of whom had become dormant, and increase their interaction with the brand so they could be retargeted with more focused campaigns tied to specific franchises like FINAL FANTASY, DRAGON QUEST, and new IP launches.
Objectives
Using our CRM tools, we segmented our audience based on past interaction, purchase history, and engagement patterns. This allowed us to create a foundation of returning fans and identify areas where re-engagement was critical. Each week, the SQUARE ENIX SPOTLIGHT email featured highlights from different franchises, including major patch updates, new game releases, in-game events, and merchandise. We carefully curated content so that the updates provided a good mix of major headline news and smaller tidbits, designed to capture a broad audience. We used the SPOTLIGHT campaign to cross-promote other ongoing campaigns, such as pre-orders for upcoming titles, expansions, and special in-game events. This seamless integration allowed us to funnel users into more specific marketing efforts, enhancing the overall reach of each initiative.
Challenge
The key challenge was to balance the content, ensuring that each update was both appealing and brief enough to keep readers engaged, without overwhelming them with information. Additionally, we needed a consistent format that allowed for flexibility in content based on ongoing releases and events.
Results
The SQUARE ENIX SPOTLIGHT campaign successfully reinvigorated user engagement across the portfolio:
Increased Engagement: We saw a major lift in overall email open rates compared to previous broad portfolio campaigns, and a significant uptick in click-through rates, particularly for major franchise news.
Cross-Franchise Re-engagement: Fans who initially subscribed to hear about a specific game were re-engaged with other titles in the Square Enix portfolio, broadening their interaction with our IPs.
Enhanced Retargeting Capabilities: With increased data on user behavior and engagement, we were able to retarget fans more effectively for upcoming releases and franchise-specific campaigns, leading to higher conversions in those efforts.